Contributing to manage a small hotel (imagine it as a middle level one, nothing fancy, nothing bad, a very average one, with affordable prices), I can confirm that bad user reviews are very often "inaccurate" in the sense that they are heavily influenced by the on-the-spot (hopefully momentary) irritation of the guest at this or that (often a very minor thing or an absolutely ridicolous request) or even because they simply had a hard day and
something was a little less than pure perfection in the check-in process or similar.
Being "average" and having "average" prices, we tend to have a few 5 star reviews, many 3 and 4 star reviews and a handful of 1 or 2 star one, of course.
Last 1 star review we had was about a couple that around 23:00 on a saturday night (having checked in at 20:00) lamented that they could hear the noise of an air conditioning machine (true, for some reason there was a vibration that could be heard from the room in the silence of the night) and pretended that we should fix it right now and then, immediately, refusing to move to another room (perfectly silent) that was offered to them because "it was too late".
Surely enough the next day there was a 1 star review, of course without saying that a room change was immediately offered.
The one before this was a couple years before (literally):
>Terrible
>The light on the bedside wasn't working.
What I noticed since the advent of these booking/review sites are two things:
1) the customers instead of asking for a room change or telling immediately to the reception whatever is wrong stay silent and then a day or two after post the bad review, often just the valuation without comments, so that there is no way for us to understand what "triggered" the 1 star
2) a number of people (could it be because they use smartphones and they mis-click on something?) post (good or bad) reviews that are clearly related to other hotels, I have a 4 star one (so, a good one) stating how the location is perfect, near the falls (there are no falls that I know of in a 200 km radius from here) though the swimming pools are a tadbit dated (we have no swimming pool) and it is a pity that check-in is not possible after 23:00 (we are open 24/7)